The Influences of Services Marketing Mix (7ps) on Loyalty, Intentions, and Profitability in the Egyptian Travel Agencies: The Mediating Role of Customer Satisfaction

Abstract

ABSTRACT Services marketing mix (7Ps) has a significant role in promoting customer’s satisfaction and loyalty. The present study, using structural equation modeling WarpPLS version (7) is used, aims at investigating the influences of (7Ps) on tourist’s loyalty. In addition, it measures the mediator effect of tourist’s satisfaction, consumer purchase intentions, and company profitability. Findings revealed that all dimensions have positively affected tourist’s satisfaction directly, and tourist’s loyalty indirectly. Consumer purchase intentions and company profitability are partial mediators between tourist’s satisfaction and tourist’s loyalty. The present study provides a deep understanding of services marketing mix strategies that stay needed for keeping a long-term link between managers of travel services and tourists. Several implications for travel agencies managers were suggested to achieve customer loyalty and consequently guarantee their company profitability.